At a time when nanotechnology has crept into all different areas of cosmetics and skin care, it also has managed to reach a new category of personal care. A new generation of teeth whitening recently was introduced. In the realm of dental cosmetics, SwissDent has developed a line of whitening toothpastes that uses nanotechnology. Vaclav Velkoborsky, DMD, a dentist and researcher specializing in bonding and bleaching, developed the brand.

According to a report, Velkoborsky claims that peroxide is the the key ingredient in the bleaching systems, and to maximize the concentrations considered safe for home use, he developed nanoparticles of peroxide, reportedly resulting in a larger active surface. He described the activity as being like an enzymatic peel, according to a report by Cosmetics World.

The toothpaste is offered in Nanowhitening, for non-smokers, and Xstain for smokers. The products also contain enzymes, fluoride, coenzyme Q10 and vitamin E. The company reportedly sees a large growth potential for prestige dental care; considering the recent success of prestige cosmetics, perhaps it is not a stretch to suggest the niche segment could see potential.